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: Glen McGrath traps Tendulkar leg before wicket and the stadium in Delhi erupts with applause. Unimaginable, but coming soon to the Feroze Shah Kotla stadium in New Delhi.

Cricket has changed. It is set to go beyond state or national boundaries and celebration of cricketing excellence. The net is on fire with sporting blogs debating the wisdom and economics of Indian Premier League (IPL). Will it ruin the spirit of cricket? Will it make for enthusiastic support? Is money the only motivator? Will the franchises make money? Will this concept last? Will auction prices lead to ego clashes on field?

We need only to look at the English Premier League to know what team brands can be worth. ManU was bought by the Glazer family two years ago for a reported $800 million; ManU reported profits to the tune of $250 million. Big money? Consider this: $1 billion for telecast rights, $50 million for naming rights, $800 million (approximately) franchisee investment… we’re not talking chicken feed at IPL too.

What is more heartening is that IPL seems to have taken some learnings from the EPL. While foreign players are encouraged, no more than four foreign players can be in the playing 11, there will be four local players or four under-19 in the team. This will ensure that not only will there be opportunities for young players to emerge in Indian cricket but there will also be local presence ensuring that the franchise remains rooted to its place of origin.

While each franchisee will seek professional help in building their brands and do all the basic things like brand name, logo, slogans, team chants, team gestures, merchandising, memorabilia (ManU has its own TV channel!), the key act in this circus is going to be acquisition of members. Not simply supporters but paying members with rights and privileges. A bulk of them may be local or from around the city. Franchisees will do well to remember that Delhi Daredevils, for example, will not simply get support from Delhi. Cricket stars are like rock stars—you don’t look at the country they belong to. Cricket is moving from simply being a sport to a performing art. Where national or domestic boundaries are irrelevant; the only thing relevant is the quality of performance.

While initially members will follow their stars, as the brand owners successfully retain stars and continue to invest in new ones, members will form relationships with the brand and the brand personality that it displays on and off the field.

A distinct brand identity that people identify with will unite cricket buffs from across the world to join the Daredevils. This brand spirit is what will define what kind of cricketers the franchise will look for, what kind of coach will they invest in and importantly what kind of investments it can attract from other marketers who want to be a part of this brand or use it for flogging their brands.

Cricket has taken the step to move from national pitches to a global pitch. T20 is a performing art millions of viewers across the world will pay to watch. This is a tremendous opportunity for franchisees to build enduring Indian brands with loyalists spread across the world.